Predict profit from search: A practical B2B brand metric.

A Cremarc effectiveness report

Proper brand tracking can be expensive. Branded search gives smaller B2B tech brands another place to look.

This guide explains how search behaviour can provide an affordable signal of brand awareness, competitive momentum, pricing power and potential future market share gains.

For many B2B tech challenger brands, startups and SMEs, robust brand tracking is difficult to justify. But that doesn’t mean brand growth has to remain invisible.

When someone searches for your brand by name, they already have you in memory. That makes branded search a useful observable signal of mental availability. Look at your share of search against competitors, and the picture becomes even more useful.

This guide brings together evidence linking search behaviour with awareness, market share, pricing power and profitability – and shows how marketers can turn it into a simple, practical measurement framework.

In this guide you’ll discover:

• Why branded search can act as an indicative signal of growing brand awareness.
• How to calculate share of search and compare your momentum with competitors.
• Why share of search may provide an early indication of future market share movement.
• What the type of branded searches people make can tell you about price sensitivity.
• How stronger pricing power can translate into stronger profitability.
• The four search measures smaller B2B brands should consider tracking over time.
• Why search should complement rather than replace proper brand tracking.